The Changing Dynamics Of Community Management

 

Simon Rutherford, our managing director and Matthew Searle, one of our community managers, were both interviewed by Laura Stanley for CorpComms Magazine on the importance of the community manager role.

Interviewed alongside other industry experts, Rutherford and Searle explore the changing dynamics of the community manager and discuss how the role has developed to meet the needs of today’s customer. The article analyzes how moderation can now be seen as playing second fiddle to other elements, now that creative writing and use of language have come into play. With Searle explaining how language guidelines enable a brand to have a clear and consistent tone of voice when a customer communicates with any given community manager.

The article goes on to dissect how community managers who may be restricted to 140 characters don’t always appear to be creatively restricted, with many CM’s now leading creative thinking. However, the article also discusses how this open creative approach can be met with reluctancy from clients, who sometimes require a lengthy approval processes. Rutherford examines how this can limit a brand's opportunity to engage with popular culture as he reports on a successful case study for Lidl that wouldn’t have been possible with such red tape.

You can read the full article here.


Rosie Howe is a Junior Creative at Cubaka.
Rosie works across all our brands, helping create social content from the ground up, specialising in conceptualising, illustration and wearing pink boots. Before Cubaka, Rosie conceptualised a national campaign for Cadbury and was interviewed by Grayson Perry for the Guardian.